Branding: In Five and a Half Steps 1st Edition

The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes

Michael Johnson is one of the world's leading graphic designers and brand consultants. His studio, johnson banks, is responsible for the rebranding of many notable clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N, and he has garnered a plethora of awards in the process.

In Branding, Johnson strips everyday brands down to their basic components with case studies that enable us to understand why we select one product or service over and another allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question?the missing gap in the market?to which an answer is needed.